Canadian indie, Broken Heart Love Affair, has expanded its creative capabilities and restructured sister agency, Lifelong Crush, to become a content production studio. The agency’s creative leadership is expanded with the addition of CCOs, Derek Blais and Christina Yu. Lifelong Crush becomes Lifelong Crush Studios, a content production group providing video production, activations and fabrication, with a focus on exceptionally crafted work at every stage of the process.

Christina Yu joins Broken Heart Love Affair and Lifelong Crush Studios as chief creative officer. Her award-winning consumer-first creative perspective compliments BHLAs brand and design work and her production leadership ensures Lifelong Crush Studios continues to build on its best-in-class offering.

Derek Blais joins Broken Heart Love Affair as chief creative officer, innovation – a newly created role focused on partnering to unlock more value for clients by leveraging unconstrained ideas, and brand acts with emerging technologies.

The addition of these decorated CCOs further strengthens BHLA’s creative depth as it continues to broaden its capabilities for clients. 

The group has named Rachelle Claveau president, Broken Heart Love Affair and Lifelong Crush Studios, providing unified leadership across both arms of the business and ensuring a seamless client experience.

“The future belongs to agencies that can bring together brand thinking, unconstrained creativity and best-in-class content without clients having to navigate multiple partners,” Claveau stated. “By sharpening the focus of each organisation and creating this connected brand and content model we are strengthening how we work together, solving a wider range of client challenges and seamlessly delivering more connected, integrated work that will bring better value to our clients.”